*Palak Desai

Yogurt is also known as Dahi in India and has been a part of the human diet for several millennia. For ages, making yogurt was the only known safe method for preserving milk, otherthan drying it. Scripts from Indian Ayurvedic, dating from about 6000 BC, refer to the health benefits of consuming fermented milk products. It is even rumored that the Indian emperor Akbar liked to spice up his yogurt with cinnamon and mustard seeds (1).

The word Yogurt comes from the Turkish word “yogurmak,” which means to thicken, coagulate, or curdle. Most regulatory agencies worldwide consider yogurt to be a fermented milk product that provides digested lactose and specifically defined viable bacterial strains typically Streptococcus thermophilus and Lactobacillus bulgaricus.

 There are more than 700 yogurt and cheese products found in Indian cuisine (2). Today’s yogurt products come in a variety of fat contents, including: low-fat (made from low-fat milk or part skim milk with between 0.5 and 2 percent milk fat) and non-fat (made from skim milk with less than 0.5 percent milkfat) (NYA 2019). Yogurt also comes in many forms, such as traditional, Greek, whipped, drinkable, and fruit on the bottom. Consumption patterns of Yogurt vary greatly from nation to nation, however in general it is significantly low in India. As Yogurt is a good source of protein, calcium and probiotics this low consumption represents a missed opportunity for a healthy lifestyle.

 Similar to the majority of the Food industry yogurt market too comprises both Organised and Unorganised with the later dominating the market. Organised Yogurt market is further  segmented into Retail Yogurt Market and Yogurt Service Market. Both the markets are divided in Spoonful Yogurt and Drinkable Yogurt in which Spoonful has bigger pie(2).

 Presently Indian consumers are shifting from unpackage or lose Yogurt to packaged one. Indian retail yogurt makers and yogurt chains are helping Indians in this transition by providing varied flavors and toppings options.

 In the Retail Yogurt market, players like GCMMF, Mother Dairy, Nestle India and Parag Milk Foods have held more than 50% of the market. On the other side, Yogurt service chain market, Flavours24, Cocoberry, Red Mango has constituted 30% of the service chain market. The first Greek Yogurt in India was launched by the Drum Food International under the brand name Epigamia. It was followed by Nestle In 2016 and Danone in 2017. Cocoberry founded in 2009 is the first indian-based Yogurt service chain. Red Mango based in the US came to India in 2012.

Major retail yogurt makers that operate in India are:

COMPANY BRAND FLAVOURS
Gujarat Co-operative Milk Marketing Federation Limited(AMUL) Flaavyo. Mango, Strawberry, Wild berry and Pineapple
Mother Dairy Fruit & Vegetable Private Limited Fruit Yogurt Mango, Blueberry and Raspberry
Parag Milk Foods Limited Go Yoghurt Strawberry, Mango, Pineapple, Mixed Berry, Lychee, Guava, Vanilla & Kesar
Prabhat Dairy Limited Pro+ Plain
Drums Food International Private Limited Epigamia Wild Raspberry, Vanilla, Mango, Strawberry, Blueberry,Plain, Coconut milk Yogurt
Hatsun Agro Product Limited Hatsun Yoghurt shakes and Yoghurt Tops Blueberry, Mango and Strawberry
Karnataka Cooperative Milk Producers Federation Nandini Scooping Yogurt Mango and Strawberry
Nestle India Limited a+ Grekyo Blueberry, Mango, Strawberry, Orange, Pineapple, Litchi and Plain
Danone Foods and Beverages India Private Limited Danone Yogurt Blueberry, Mango, Strawberry and Vanilla
Britannia Dairy Private Limited Daily fresh Mango, Vanilla and Strawberry
Fonterra India Private Limited Dreamery-Greek Yogurt Mango and Strawberry

Major yogurt chain that operate in India are:

COMPANY BRAND FLAVOURS
Gujarat Co-operative Milk Marketing Federation Limited(AMUL) Flaavyo. Mango, Strawberry, Wild berry and Pineapple
Mother Dairy Fruit & Vegetable Private Limited Fruit Yogurt Mango, Blueberry and Raspberry
Parag Milk Foods Limited Go Yoghurt Strawberry, Mango, Pineapple, Mixed Berry, Lychee, Guava, Vanilla & Kesar
Prabhat Dairy Limited Pro+ Plain
Drums Food International Private Limited Epigamia Wild Raspberry, Vanilla, Mango, Strawberry, Blueberry,Plain, Coconut milk Yogurt
Hatsun Agro Product Limited Hatsun Yoghurt shakes and Yoghurt Tops Blueberry, Mango and Strawberry
Karnataka Cooperative Milk Producers Federation Nandini Scooping Yogurt Mango and Strawberry
Nestle India Limited a+ Grekyo Blueberry, Mango, Strawberry, Orange, Pineapple, Litchi and Plain
Danone Foods and Beverages India Private Limited Danone Yogurt Blueberry, Mango, Strawberry and Vanilla
Britannia Dairy Private Limited Daily fresh Mango, Vanilla and Strawberry
Fonterra India Private Limited Dreamery-Greek Yogurt Mango and Strawberry

Major yogurt chain that operate in India are:

Chain Brand Region served Number of outlet
Cocoberry Restaurants and Distributors Private Limited Cocoberry North 12
Team24 Foods & Beverages Private Limited Flavours24 South and West 19
Maez One Retail and Food Private Limited Red Mango North 7
Brand Calculus Franchising (India) Private Limited Kiwi Kiss South 2
Polo Foods QSR Private Limited Forever Yogurt East
MOI Retail Private Limited Menchie’s North and West 8

According to the IMARC group report, the flavoured and frozen yoghurt market grew at a CAGR of 30% during 2014-2019 and the average per capita consumption will stand at 8.3 kg in 2021 in India. According to the India Spoonful Yogurt Market Overview 2017-2018 &2022-2023, the overall spoonful yogurt market is projected to grow around 20% of CAGR from 2017-18 to 2022-23. (6)

 According to Mintel estimates, the retail yoghurt industry in India is forecast to grow at a high compound annual growth rate (CAGR) in the next few years, making India one of the fastest growing markets in this category. Based on the fieldwork in May 2018, Mintel research reveals that almost three in four Indians have consumed yoghurt in the three months, this high consumption reflects the scope for segment growth.

 There is a huge opportunity for Yogurt makers in India by launching new flavors or offering yogurt as a guilt free snack by adding toppings like granola, nuts etc. The other way is fortification or addition of probiotics in the existing range. Marketers have to spread about intestine health benefits and introduce yoghurt as part of their daily meals. With the increasing fitness and switch to healthy alternatives trend especially among Indian youth there is a lot of scope for organised Yogurt market in India.

*College of FPT & BE(B.Tech)
NIFTEM(MBA)